{"id":1326,"date":"2026-03-04T16:03:35","date_gmt":"2026-03-04T21:03:35","guid":{"rendered":"https:\/\/www.optime.com\/?p=1326"},"modified":"2026-03-04T16:09:09","modified_gmt":"2026-03-04T21:09:09","slug":"when-getting-the-meeting-is-hard-wasting-it-is-fatal","status":"publish","type":"post","link":"https:\/\/www.optime.com\/fr\/when-getting-the-meeting-is-hard-wasting-it-is-fatal\/","title":{"rendered":"When getting the meeting is hard, wasting it is fatal."},"content":{"rendered":"<header aria-label=\"Article header\"><\/header>\n<div class=\"relative reader__grid\">\n<div class=\"reader-author-info__container\">\n<div class=\"display-flex align-items-center justify-space-between\">\n<div class=\"reader-actions\">\n<div id=\"ember689\" class=\"ember-view\">\n<div id=\"ember690\" class=\"ember-view\"><em><span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, 'Noto Sans', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji';\">By: Jerry Murphy, Senior Consultant (Financial Services Practice), Optim\u00e9<\/span><\/em><\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<\/div>\n<\/div>\n<div data-scaffold-immersive-reader-content=\"\">\n<div class=\"reader-article-content reader-article-content--content-blocks\" dir=\"ltr\">\n<div class=\"reader-content-blocks-container\">\n<p>&nbsp;<\/p>\n<p id=\"ember693\" class=\"ember-view reader-text-block__paragraph\">Most sales calls don\u2019t fail because the rep said the wrong thing. They fail because the meeting <strong>never had a clear objective<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"ember694\" class=\"ember-view reader-text-block__paragraph\">The great disguise: \u201cmeeting labels\u201d<\/h2>\n<p id=\"ember695\" class=\"ember-view reader-text-block__paragraph\">We\u2019ve all heard (or said) these:<\/p>\n<ul>\n<li>\u201cI\u2019m just calling to check in and see how things are going.\u201d<\/li>\n<li>\u201cI\u2019m following up on last week\u2019s meeting.\u201d<\/li>\n<li>\u201cI wanted to touch base on where things stand with the model.\u201d<\/li>\n<li>\u201cNothing formal \u2014 just a catch-up.\u201d<\/li>\n<\/ul>\n<p id=\"ember697\" class=\"ember-view reader-text-block__paragraph\">Those aren\u2019t objectives.<\/p>\n<p id=\"ember698\" class=\"ember-view reader-text-block__paragraph\">They\u2019re labels.<\/p>\n<p id=\"ember699\" class=\"ember-view reader-text-block__paragraph\">And labels don\u2019t advance decisions.<\/p>\n<p id=\"ember700\" class=\"ember-view reader-text-block__paragraph\">When a call doesn\u2019t have a <strong>SMART objective<\/strong> \u2014 specific, measurable, achievable, relevant, and time-bound \u2014 the conversation drifts.[1] We default to updates. The client or prospect stays polite. The meeting ends with:<\/p>\n<p id=\"ember701\" class=\"ember-view reader-text-block__paragraph\">\u201cThanks, this was helpful.\u201d<\/p>\n<p id=\"ember702\" class=\"ember-view reader-text-block__paragraph\">And nothing actually moves.<\/p>\n<p id=\"ember703\" class=\"ember-view reader-text-block__paragraph\">For sales leaders, this is a silent execution killer.<\/p>\n<p id=\"ember704\" class=\"ember-view reader-text-block__paragraph\">Without a defined objective:<\/p>\n<ul>\n<li>Preparation becomes shallow.<\/li>\n<li>Coaching becomes subjective.<\/li>\n<li>Outcomes are hard to inspect or improve.<\/li>\n<\/ul>\n<p id=\"ember706\" class=\"ember-view reader-text-block__paragraph\">Research shows that goal specificity drives performance.[2] Vague goals produce vague outcomes. Clear goals increase effort, focus, and persistence. Additionally, high-performing reps are significantly more likely to enter meetings with a defined outcome in mind \u2014 and to secure a concrete next step before leaving.[3]<\/p>\n<p id=\"ember707\" class=\"ember-view reader-text-block__paragraph\">Top performers don\u2019t \u201ccheck in.\u201d<\/p>\n<p id=\"ember708\" class=\"ember-view reader-text-block__paragraph\">They advance.<\/p>\n<p id=\"ember709\" class=\"ember-view reader-text-block__paragraph\">They know the decision they\u2019re trying to unlock, the people they need involved, or the key insights they must validate. That clarity changes the questions they ask. Which changes the conversation. Which changes the outcome.<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"ember710\" class=\"ember-view reader-text-block__paragraph\">The fix isn\u2019t just more activity<\/h2>\n<p id=\"ember711\" class=\"ember-view reader-text-block__paragraph\">The fix isn\u2019t simply more calls, better messaging or another shiny presentation deck.<\/p>\n<p id=\"ember712\" class=\"ember-view reader-text-block__paragraph\">It\u2019s forcing clarity <strong>before<\/strong> the meeting.<\/p>\n<p id=\"ember713\" class=\"ember-view reader-text-block__paragraph\">Imagine if every wholesaler had to answer this before walking into the advisor\u2019s office:<\/p>\n<p id=\"ember714\" class=\"ember-view reader-text-block__paragraph\">\u201cBy the end of this meeting, we will have agreed to ______ by ______.\u201d<\/p>\n<ul>\n<li>Preparation tightens.<\/li>\n<li>Questions sharpen.<\/li>\n<li>Listening improves.<\/li>\n<li>Next steps stop being optional.<\/li>\n<\/ul>\n<p id=\"ember716\" class=\"ember-view reader-text-block__paragraph\">And coaching becomes dramatically easier because you can inspect:<\/p>\n<ul>\n<li>Was the objective clear?<\/li>\n<li>Was it achieved?<\/li>\n<li>If not, why?<\/li>\n<\/ul>\n<p id=\"ember718\" class=\"ember-view reader-text-block__paragraph\">That\u2019s execution.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"relative reader__grid\">\n<div data-scaffold-immersive-reader-content=\"\">\n<div class=\"reader-article-content reader-article-content--content-blocks\" dir=\"ltr\">\n<div class=\"reader-content-blocks-container\">\n<h2 id=\"ember719\" class=\"ember-view reader-text-block__paragraph\">In a tougher market, intentionality wins<\/h2>\n<p id=\"ember720\" class=\"ember-view reader-text-block__paragraph\">When meetings are easy to get, wasted calls are inefficient. When meetings are hard to get, wasted calls are fatal. The difference between average and elite sales teams isn\u2019t charisma. It\u2019s disciplined clarity.<\/p>\n<p id=\"ember721\" class=\"ember-view reader-text-block__paragraph\">Sales leaders: if you want the call-planning template we use to drive objective-led preparation across teams, comment <strong>\u201cPREP\u201d<\/strong>and we\u2019ll share.<\/p>\n<p id=\"ember722\" class=\"ember-view reader-text-block__paragraph\">Reach out <a id=\"ember723\" class=\"ember-view\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/jerry-murphy-0b41468\/\">Jerry Murphy<\/a> to learn more.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"ember724\" class=\"ember-view reader-text-block__paragraph\"><strong>Footnotes &amp; References<\/strong><\/h3>\n<p id=\"ember725\" class=\"ember-view reader-text-block__paragraph\">[1] Doran, G. T. (1981). <em>There\u2019s a S.M.A.R.T. Way to Write Management\u2019s Goals and Objectives<\/em>, Management Review.<\/p>\n<p id=\"ember726\" class=\"ember-view reader-text-block__paragraph\">[2] Locke, E. A., &amp; Latham, G. P. (2002). <em>Building a Practically Useful Theory of Goal Setting and Task Motivation: A 35-Year Odyssey<\/em>, American Psychologist.<\/p>\n<p id=\"ember727\" class=\"ember-view reader-text-block__paragraph\">[3] <a class=\"xNiwzWHrbebvVdTPhrqFFMLPZAeEoaSrfNgM \" tabindex=\"0\" href=\"http:\/\/gong.io\/\" target=\"_self\" data-test-app-aware-link=\"\">Gong.io<\/a> analysis of sales conversations and win rates shows top performers consistently secure clear next steps and defined outcomes (Gong Labs research on sales effectiveness).<\/p>\n<p>&nbsp;<\/p>\n<p id=\"ember728\" class=\"ember-view reader-text-block__paragraph\">At <a class=\"xNiwzWHrbebvVdTPhrqFFMLPZAeEoaSrfNgM \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/optimesales\/\" data-test-app-aware-link=\"\">Optim\u00e9 International<\/a> we work with many of the greatest sales organizations in the world, big and small, helping them to achieve and exceed their performance goals. If you would like to learn more about our passion for the sales profession and to make a difference, we\u2019d love to chat with you, maybe over a coffee, virtual or IRL! Click here: <a class=\"xNiwzWHrbebvVdTPhrqFFMLPZAeEoaSrfNgM \" tabindex=\"0\" href=\"https:\/\/www.optime.com\/book-a-consultation\/\" target=\"_self\" data-test-app-aware-link=\"\">Connect with Optim\u00e9 for a coffee!<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>By: Jerry Murphy, Senior Consultant (Financial Services Practice), Optim\u00e9 &nbsp; Most sales calls don\u2019t fail because the rep said the wrong thing. They fail because the meeting never had a clear objective. &nbsp; The great disguise: \u201cmeeting labels\u201d We\u2019ve all heard (or said) these: \u201cI\u2019m just calling to check in and see how things are [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":1327,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-1326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insight"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When getting the meeting is hard, wasting it is fatal. - Optim\u00e9 Sales Training<\/title>\n<meta name=\"description\" content=\"By: Jerry Murphy, Senior Consultant (Financial Services Practice), Optim\u00e9 &nbsp; Most sales calls don\u2019t fail because the rep said the wrong thing. 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